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Summary Web clip 5 - Moderating
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A summary of WebClip 5 about Moderating. Academic Competences Marketing is a course of the premaster Marketing Management and Marketing Analytics on Tilburg University.
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Web clip 5 – Moderation: the conceptFollows up web clip 3.
aka. Moderator, interaction variable
A positive relationship can become more positive and a negative relationship can become more
negative. But in some cases the moderator makes the positive relationship less strong up to the
point where it becomes negative (and vice-versa).
Point 1 to 4 all focus on continuous variables (= can take on multiple values) and not on discrete
variables (can only take on two values)! And all of the examples are pure moderation, while in
point 5 the difference with quasi moderation will be explained.
1. A positive effect becoming stronger
1
, 2. A negative effect becoming stronger
3. A positive effect becoming less strong
If a product is more luxurious, the price promotions will increase the product sales less than a less
luxurious product.
There are two options:
2
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